Already in the Middle Ages, a shoe told a lot about its owner. The longer the toe-caps the richer and higher class the person wearing the shoe. But what about today? Psychologists say: "shoes don’t lie". This was the motive for the market research and consulting institution psychonomics AG taking a closer look at the Germans’s relation to their shoes and the shoe purchase in a survey. 1600 Germans from 14 have been representatively asked about their stance over shoes and their buying behaviour.

The first result: In comparison to Europe the Germans’ majority, mainly the men, are really no shoe enthusiasts. They rather be on practical terms with their chaussure. 60 percent declare to buy shoes only when the old ones are worn-out (men: 70%; women: 51%). Elegancy, stylish aspects and brands mostly play a secondary role in comparison to functional aspects.

 On average the Germans buy three to four shoes per annum spending round about 208 Euro. Almost half of the Germans spend for a pair of shoes at most 30 to 50 Euro. However, more than every third German is certain to diagnose a man’s character because of his shoes. So, is Germany a shoe sourpuss nation?

Taking a closer look there are differentiated results. Five different shoe buyer types could be defined. From the ’shoe sourpuss’ to the ’shoe enthusiast’. The preconception that women have obviously more fun in buying shoes was approved. Nevertheless, every third man goes shopping in a shoe shop and spontaneously buys shoes. Anyway, for each pair of shoes the German man spends more than the woman. While every fifth German only purchases one new pair of shoes every tenth buys at least seven to over ten pairs.

Source: Von Aschenputteln und gestiefelten Katern - Eine Kaeufertypologie im Schuhfachhandel